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Why is my Google Ads Search campaign showing display ads?

Updated

What is going on

A Search campaign is meant to show text ads when people search on Google. But there is a setting that lets the same campaign also show ads on the Google Display Network. That is a large group of websites, videos and apps that show Google ads, often as banners or image ads.

Google calls this Display Expansion. The checkbox in your campaign is called Include Google Display Network. When it is on, Google can build display ads from your Search ads and any images you have added.

So if you see ad spend on websites or apps inside a Search campaign, this is almost always the reason.

Why it can waste money

Someone searching for “emergency plumber near me” has a clear need. Someone reading a news article or playing a phone game did not ask for you. Display ads reach people who are not searching, so the clicks tend to be less ready to buy.

Google says Display in a Search campaign mainly uses budget that Search did not spend. It also says Display cost per conversion should be similar to Search. That may be true for some accounts. The only way to know for yours is to look at your own numbers.

Who should worry:

  • Local service businesses that need calls or forms from people with a need right now.
  • Small budgets where every dollar should go to searchers.
  • Anyone whose Display clicks bring few or no conversions (a sale, call or form you count as a result).

Who can relax:

  • Display brings conversions at a cost close to Search.
  • You have spare budget and want more reach.

How to check it in your account

  1. Go to Campaigns.
  2. Pick a date range of at least 30 days.
  3. Click the Segment icon above the table.
  4. Choose Network (with search partners).
  5. Your Search campaigns now show separate rows for Google Search, search partners and the Display Network.

Look at the Display Network row. Compare its cost, conversions and cost per conversion with the Google Search row. If the Display row has real cost and few conversions, it is worth acting on.

You can also open the campaign’s Settings, expand Networks, and see whether Include Google Display Network is checked.

How to turn it off

  1. Go to Campaigns and click the campaign name.
  2. Open Settings.
  3. Expand Networks.
  4. Uncheck Include Google Display Network.
  5. Click Save.

(If you can’t find it, search for “Display Network” in the Google Ads search bar.)

Do this for each Search campaign where you want ads only on search. If you created the campaign with a guided setup, check again. The box can be checked without you noticing.

Changes coming to this setting

Google is changing how Display works inside Search campaigns.

  • In October 2026, Google began rolling out Channel prioritization. In a Search campaign you can set Google Search, search partners and the Display Network to High or Low priority. Low priority channels only get money after High priority ones. You can also cap a Low priority channel at a share of your daily budget. Google says a 0% cap stops spending on that channel.
  • Starting February 2027, Google says Search campaigns that use Display Expansion will move to Channel prioritization automatically. Google warns spend may shift between Search, search partners and Display.
  • To keep things close to how they work today, Google suggests setting the Display Network to Low priority with a 50% daily budget cap.
  • Also from February 2027, Google says Display will stop serving in Search campaigns that use the Target impression share bid strategy.

These controls are rolling out slowly. You may not see them in your account yet. (If you can’t find it, search for “channel prioritization” in the Google Ads search bar.)

If you simply want no Display spend, unchecking the box is still the clearest choice.

When to leave it on

Display inside Search is not always bad. It can make sense to keep it if:

  • Your numbers show Display bringing conversions at a cost you accept.
  • Your Search campaign often has budget left over at the end of the day.
  • You want extra reach and track conversions well enough to judge it.

If you are unsure, turn it off in one campaign and compare results over the next few weeks.

SpendCanary flags this when the Display Network inside a Search campaign costs at least $20 in 30 days and brought no conversions, or costs at least twice as much per conversion as Google Search.